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Analytisches Customer Relationship Management: Unter besonderer Berücksichtigung des Kundenlebenszeitwertes

Analytisches Customer Relationship Management: Unter besonderer Berücksichtigung des Kundenlebenszeitwertes

          
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About the Book

Inhaltsangabe: Problemstellung: „Ich gehe davon aus, dass Unternehmen ihre Dienstleistungen zunehmend nach dem unterschiedlichen Rang der Kunden, der sich aus der Dauer der Kundenzugehörigkeit zum Unternehmen ergibt, variieren werden." Das Zitat KOTLERS [2002] beschreibt eine Entwicklung, die eher eine Evolution denn eine Revolution darstellt. Anfang der 80er Jahre bereits fanden PETERS und WATERMAN auf der Suche nach Spitzenleistungen bei Unternehmen in der „Nähe zum Kunden" einen wesentlichen unternehmerischen Erfolgsfaktor. Die Schlagworte „Kundenzufriedenheit", „Kundenbindung" und „Kundenunterscheidung" und deren Messbarkeit beherrschen seit dieser Zeit die Diskussion im Marketing und Vertrieb. Die Diskussion fußt auf der nach der Massenproduktion und dem Massenmarketing wieder gewonnenen Erkenntnis, dass es am „(...) Ende immer der Kunde [ist], der durch eine Kaufentscheidung über den Erfolg oder Misserfolg eines Unternehmens am Markt entscheidet." Die zunehmende Verbreitung von „Customer Relationship Management- Systemen" - Systeme, die verschiedenste Aspekte der Beziehung zwischen einem Unternehmen und seinem Kunden erfassen - hat dieser Erkenntnis Rechnung getragen und Unternehmen eine Dokumentation und qualitative Verbesserung der Kundenbeziehung ermöglicht. Das Evolutionäre an der von KOTLER formulierten Entwicklung ist die Entwicklung zum „analytischen Customer Relationship Management". Hinter diesem Begriff verbirgt sich im wesentlichen die Nutzung der durch das Customer Relationship Management gewonnenen Informationen zu Optimierung von (kundenbezogenen) Unternehmensprozessen. Die Anwendungsmöglichkeiten für analytisches CRM sind vielfältig und sie besitzt bereits eine - wenn auch junge - Historie. Die Ursprünge der systematischen datenbankgestützten Kundenbewertung sind in der Versandbranche zu finden, die seit Jahrzehnten die Daten ihrer Kunden systematisch ablegt und analysiert. Zum Beispiel hat die Quelle AG inzwischen in ihrer Kundendatenbank


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Product Details
  • ISBN-13: 9783838682242
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 154 gr
  • ISBN-10: 3838682246
  • Publisher Date: 25 Aug 2004
  • Height: 210 mm
  • No of Pages: 108
  • Series Title: German
  • Sub Title: Unter besonderer Berücksichtigung des Kundenlebenszeitwertes
  • Width: 148 mm


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